endorsed by the bahrain football association with the participation of 400 teams from across the kingdom

PEPSI LAUNCHES FIRST OF ITS KIND PROGRAM TO FOSTER NEW GENERATION OF BAHRAINI FOOTBALL STARS

In an unprecedented event, Pepsi, the leading and favored soft drink brand in the Middle East, has launched a first-of-its-kind program to foster a new generation of Bahraini football stars, endorsed by the Bahrain Football Association (BFA).

In a press conference attended by BFA officials, Pepsi unveiled its innovative GCC-wide Street Football Challenge in Bahrain with the participation of 400 teams comprised of five main players and one substitute, between the ages of 10-14. Qualifying rounds will start from July 18 – 28 with the final playoffs scheduled on July 30th, on the BFA ground in Riffa. The event will bring together the winning teams from Bahrain, Saudi Arabia and Oman, out of which the top 22 rising football talents in the GCC will be selected. The young hopefuls will be enrolled in the renowned Euro Camp, part of the Chelsea Football Club in England, for an activity-filled month of training exercises by Chelsea coaches in various soccer facilities in London. The objective is to learn new techniques and skills that will enhance their dexterity and improve their football capabilities.

“Football is a sport that is a national favorite, one that is dear to the hearts of Bahrainis,” expressed Ken Newell, GCC Business Unit General Manager at PepsiCo International. “As a brand that is closely associated with the popular sport, Pepsi is committed to contributing to the next generation of national soccer stars and providing them with the world-class training required to develop their inherent talent into a real-life profession.”

The one month getaway in England will include a series of cultural trips in addition to football-filled activities to encourage physical fitness and develop world-view mindsets, ultimately augmenting their entire experience. “We want to build an understanding that soccer is much more than a game. It requires both physical and mental fitness and disciplines that are applied in daily life such as leadership, teamwork, respect, obedience and persistence,” added Newell.

To participate, young hopefuls can register online www.pepsiarabia.com or www.axemevents.com, or by submitting their enrolment form to the local event management office mentioned in the enrolment form. A toll free number has been setup to answer any inquiries 8000 – 8009.

Pepsi officials added that there are many more surprises to be announced shortly that are intended to continue the development and advancement of the sport in Bahrain and the GCC, in order to grow national talents into becoming world-class players that could one day dominate international football.